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USA: 'Daddy gets a boob job' with breastfeeding device for fathers at SXSW01:39

USA: 'Daddy gets a boob job' with breastfeeding device for fathers at SXSW

United States, Austin, TX
March 11, 2019 at 20:23 GMT +00:00 · Published

Touted as being at the forefront of technological nursing evolution, Japanese tech company Dentsu showcased its infant breastfeeding and sleep inducement device for fathers at the South By Southwest (SXSW) Festival's Tradeshow in Austin, Texas on Monday.

This wearable device, called Father's Nursing Assistant, was developed based on advice from paediatricians and babysitters, who say babies tend to touch the breasts with their hands when feeding, an action which soothes them.

According to Dentsu's spokesperson, the device helps cultivate a closer bond between the father and the child, especially in the case of Japanese babies whom he said on average sleep the fewest number of hours in the world. The spokesperson said they wanted to help fathers bring up their children with the device.

The annual SXSW Festival, which showcases the best of film, music and interactive platforms, runs from Friday, March 8 to Sunday, March 17. The Trade Show 2019 runs until March 13.

USA: 'Daddy gets a boob job' with breastfeeding device for fathers at SXSW01:39
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Description

Touted as being at the forefront of technological nursing evolution, Japanese tech company Dentsu showcased its infant breastfeeding and sleep inducement device for fathers at the South By Southwest (SXSW) Festival's Tradeshow in Austin, Texas on Monday.

This wearable device, called Father's Nursing Assistant, was developed based on advice from paediatricians and babysitters, who say babies tend to touch the breasts with their hands when feeding, an action which soothes them.

According to Dentsu's spokesperson, the device helps cultivate a closer bond between the father and the child, especially in the case of Japanese babies whom he said on average sleep the fewest number of hours in the world. The spokesperson said they wanted to help fathers bring up their children with the device.

The annual SXSW Festival, which showcases the best of film, music and interactive platforms, runs from Friday, March 8 to Sunday, March 17. The Trade Show 2019 runs until March 13.

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